《2025生活服务消费趋势洞察》发布：95后消费者占比近6成，“情绪价值”催生消费新场景

Core Insights - The article highlights a shift in consumer behavior among young people, emphasizing a preference for real-life experiences and local activities, driven by a philosophy of enjoying the present and returning to offline experiences [1] Group 1: Consumption Trends - By 2025, service consumption orders related to a joyful lifestyle on the Meituan app are expected to grow by 36% year-on-year, with consumers born after 1995 accounting for nearly 60% of this growth [1] - The top ten cities for young people's leisure activities include Shanghai, Chengdu, Guangzhou, Shenzhen, Beijing, Hangzhou, Chongqing, Wuhan, Zhengzhou, and Suzhou [1] - Nine key trends in service consumption for 2025 include: saving for happiness, experiential alternatives, value for money, seeking certainty, low-cost socializing, internal nurturing and external practice, IP collaborations, returning to nearby experiences, and local enjoyment [1] Group 2: Experience Economy - The search volume for "experience classes" is projected to increase by 70% in 2025, with the supply of classes priced under 10 yuan rising by nearly 152% [8] - New flexible payment models, such as monthly subscriptions and short-term passes, have seen over 100% growth compared to the previous year, catering to consumers' desire for low-cost, flexible spending [8] - The combination of "bathing + late-night snacks + overnight stays" is becoming a popular choice among young consumers, indicating a shift in accommodation preferences towards more cost-effective options [8] Group 3: Emotional and Therapeutic Consumption - The concept of "emotional value consumption" is gaining traction, with a 112% year-on-year increase in searches for therapeutic services and a 111% increase in related service providers [13] - Young consumers are increasingly engaging in traditional wellness practices, with the number of establishments offering therapies like acupuncture and cupping growing at nearly 50% [13] - The demand for self-service entertainment options, such as self-service KTV, has surged, with related transactions increasing by 604% [13] Group 4: IP Economy and Local Experiences - The rise of the IP economy is significantly influencing consumer behavior, with searches for IP-related products and services seeing substantial growth [14] - Local experiences are becoming more appealing, with a focus on authentic cultural engagement rather than traditional sightseeing, as evidenced by the popularity of local service offerings [18] - The trend of "micro-vacations" is emerging, characterized by short, local experiences that combine leisure and social interaction, with a nearly 40% year-on-year increase in comprehensive leisure venues [17] Group 5: Future Outlook - The service retail market is projected to grow by 5.5% year-on-year, with a compound annual growth rate of 7.4% for the leisure and wellness sectors from 2021 to 2025 [19] - The online segment of service retail is expected to grow at a compound annual growth rate of 35.7%, indicating significant potential for digital transformation in the industry [19] - Policies aimed at expanding service consumption are likely to enhance the quality and structure of service retail, paving the way for a new phase of growth [19]